1. Neurosciences in Business at the Human Development Lab
Showcase:
Neurosciences in Business
at the Human Development Lab
Associate Professor Zainal Ariffin Ahmad
Azura Abdul Halim
Brain Mind
Tel:
Fax:
Graduate School of Business, USM, Penang MALAYSIA

2. Associate Professor Dr. Zainal Ariffin Ahmad Doctor of Education (Ed.D.) 1994, M.B.A. 1989, B.Sc Northern Illinois University
Currently, Head, Human Development Lab at the Graduate School of Business, Universiti Sains Malaysia conducting research using behavioural, neuropsychological and neuroimaging techniques to investigate the neural mechanisms of learning, decision making, and mental health.
20 years of training and consultancy experiences at Northern Illinois University and Universiti Sains Malaysia.
Conducts seminars, workshops & in-house training for academic, public sector and corporate clients on skills-based training (e.g. managerial, communication, facilitation, presentation, supervisory, teamwork, networking skills).
Consultancies with corporate clients for climate & employee satisfaction survey, strategic planning, leadership, adult learning, human resource management, diversity, cross-cultural communication, quality and productivity.

3. Associate Professor Dr. Zainal Ariffin Ahmad
Selected clientele list include Siemens, Otis, Sharp-Roxy, Bosch, FMM, Intel and Motorola as well as SITU, Koperasi Tunas Muda Sg Ara, Jabatan Pembangunan Koperasi and Health Management Institute, Ministry of Health.
Serves as advisor to the Electronic Manufacturing Services Benchmarking Council (EMSBC) under the Malaysian Productivity Corporation and a frequent guest lecturer for the Malaysian Public Services Department and INTAN.
Supervises doctoral (PhD & DBA) and master’s (MBA) candidates in the areas of organizational behavior, human resource management, neuroleadership, and neuroeconomics.
Active researcher, has completed 10 national research projects to date and co-written 4 books and numerous journal articles and conference papers.
Married with 3 children.
Contact or or

4. Agenda About USM About Human Development Lab Research Collaborators
Key Projects
International Network and Collaborations
Presentation
Publication
Future
Invitation to join

5. Universiti Sains Malaysia 1969-2009
MISSION  
To lead and innovate in achieving excellence at the international level through:
advancing and disseminating knowledge and truth;
instilling qualities that stress academic excellence and professionalism;
developing holistic individuals; and
providing a strong commitment towards the society’s aspiration, the country’s vision, and universal aspirations

6. MISSION
To provide research, services, and training on learning, decision making, and mental health for Malaysia and Southeast Asia.
HDLab is the NBCC-I collaborative site to serve the mental health needs of countries around the Southeast Asia region.

7. The HD Lab focuses on the following three programmatic areas:
1. Research on neural mechanism of decision making, learning/difficulties and mental health.
2. Services – assessment/screening, resource/ support groups, and information/public education activities (e.g. Brain Awaress Week).
3.Training/Teaching – professional training programs in counseling and teaching (MHF).

8. HD Lab Research Focus
Our group is interested to relate the mechanics of brain activity to measurable behaviour.
We combine behavioural, neuro-psychological and neuroimaging techniques to investigate the neural mechanisms of decision making, learning, and mental health.

9. Human Development Lab (HD Lab) Focal Areas
Discipline
Focus Area
Candidate
Level of Study
A. Neurosciences in Business (Neuroleadership
Neuroeconomics
Neuromarketing)
Decision Making
Adel Tajasom Rapida Saimi
Takemi Fujikawa
Jason KC Tye
PhD
RO/MA
B. Learning/ Learning Difficulties
Laterality
Autism
Ali Al-Ghafri
Sarojeni
Zufadlina A Razak
MBA RO RA
C. Mental Health
Mental Health Facilitation
Bio-psychosocial
Spirituality - Azura A Halim
AURA

10. Key Projects in the Human Development Lab, USM
1. Transactional and Transformational Neuroleadership – Zainal & Adel
2. Decision making and neuroleadership - Adel
3. Decision making and neuroeconomics – Zainal, Takemi, & Rapida
4. Neurofeedback and Autism – Susie & Zainal
5. Bio-psychosocial impact of APEX – Susie et al.
6. Spirituality and Brainwave – Zainal & Azura
7. Mental Health and Nursing Leadership – Ramziah & Zainal

11. A. Neurosciences in Business (The Business Brain)
Neuroeconomics
Neurofinance
Neuromarketing
Neuroethics
Neuroaccounting
Neuroleadership
Neurogovernance

12. Neuroeconomics – Jason Zweig
What happens inside our brains when we think about money? Quite a lot, actually, and some of it isn't good for our financial health.
The brain has been built to make basic decisions about risk and reward. We don't have financial circuitry in the brain. We haven't evolved to make decisions specifically about money.
Jason Zweig explains why smart people make stupid financial decisions -- and what they can do to avoid these mistakes.
Zweig, a veteran financial journalist, draws on the latest research in neuroeconomics, a fascinating new discipline that combines psychology, neuroscience, and economics to better understand financial decision making. He shows why we often misunderstand risk and why we tend to be overconfident about our investment decisions.
Offers some radical new insights into investing and shows investors how to take control of the battlefield between reason and emotion.

13. Neurosciences in Business
Researchers have applied neurosciences to areas like economics, finance and marketing.
Arizona State University and Emory University - Business school professors and neuroscientists to use electro-encephalograph (EEG) machines and fMRIs to study the brain waves or images of executives rather than those of traditional undergraduates
Stanford University, Carnegie Mellon University and the Massachusetts Institute of Technology - used functional Magnetic Resonance Imaging (fMRI) to identify parts of the brain that influence buying decisions.
Scientists at Gallup Organization - brain research helps managers understand why praise works: it boosts levels of dopamine, a chemical linked to joy.

14. Neurosciences in Business “Decision Making”
Neuroleadership is the study of leadership through the lens of
neuroscience and explores central elements of leadership namely
Self-awareness, Awareness of others, Insight, Decision making,
and Influencing.
Neuromarketing uses neuroimaging techniques to visualize the brain area activated by stimuli related with advertising, marketing and communication.
Neuroeconomics uses brain scans to explore economic decisions and draw from experimental economics and psychology.
The common ground is “decision making”

15. Research Questions we seek answers:
1. Neuroleadership - What drives the managers' leadership behaviour in the brain (Self-awareness, Awareness of others, Insight, Decision making, Influencing)?  
2. Neurobehaviour (Productivity) - Is there any difference in the brain patterns of managers or subordinates or students - between high performers and low performers, etc?
3. Neuromarketing - what parts of the brain influences buying decision? (Carnegie Mellon and MIT are doing this)
4. Neuropsychology (Human Resources) - how does praises work in the brain to motivate employees?  
5. Neuroethics - what drives ethical/non-ethical behaviour in the brain?
6. Neurofinance - can we understand how the brain makes financial decisions?

16. Research Questions we seek answers:
7. Neuroaccounting - Is mathematics good for the brain?
8. Neuroeconomics - How does playing Nintendo or Sudoku or videogames improve memory?  
9. Neuroeconomics - What happens inside our brains when we think about money?  
10. Neuroeconomics - why do smart people make stupid financial decisions? 
11. Islamic neurosciences - how does reading AlQuran/ prayers activate the brain?  
12. Neuroreligion - How does meditation improve the brain?  

17. B. Learning/Learning Disabilities
The Human Development Lab serves as a resource center and facilitates support groups for ADHD, Autism, Dyslexia, and affiliates with existing NGOs in areas of brain disorders/mental health/learning disabilities.
Adults, Babies, and Children
with Learning Difficulties Club
(ABCD) RM20,000 Grant/year

18. C. Mental Health Mental Health Facilitation –
10-14 March 2008 – National Board of Certified Counselors International (NBCCI) trained 18 USM faculty and staff as certified trainers for Mental Health Facilitation (MHF).
USM is the first university in the world to be trained by NBCCI as MHF trainers in Malaysia and Southeast Asia.
8-10 November 2008 – NBCCI trained 16 USM faculty and staff in multicultural counseling.

19. USM MHF Trainers (2008)

20. Mentor Health Facilitator
Mental Health Facilitator (MHF) is an individual who have the knowledge and skills to increase the available mental health resources.
MHF will undergo 30 hours of training in knowledge and practical aspects of the helping skills, mental disorder, disaster/trauma, community service and referral to service providers.
USM Human Development Lab is responsible to facilitate the MHF training in USM, Malaysia and Southeast Asia.   

21. Spirituality and Brainwaves
Ryuta Kawashima (Train the Brain) argues that the brain is activated the most by 3 activities:
Reading aloud
Solving math problems
Writing
Given these activities are evident to reading the Al’Quran, we further his findings by looking whether reading passages would have the same effect.

22. Reading AlQuran using EEG

23. Design of Experiment
Experiment 1 – Read the Al Fatihah in Arabic with proper format (read aloud, count off)
Experiment 2 – Read the Al Fatihah silently
Experiment 3 – Read the translation only
Experiment 4 – Read unfamiliar ayat or passage for the AlQuran

24. MSc and PhD in Neurosciences
Research Thrusts Areas - Molecular and Cellular neurosciences - Behavioral neurosciences - Systems neurosciences - Developmental neurosciences - Cognitive neurosciences - Theoretical and computational   neurosciences - Neurological diseases and aging - Neural engineering - Neurolinguistics - Neurosciences education: undergraduate models, best practices - Interface of neurosciences with all liberal arts disciplines - Neurosciences and society, philosophy of neurosciences - Interdisciplinary research - Neurosciences and popular culture - Neurosciences and the media - Neuromarketing and neuroeconomics   MBBS/MD or equivalent degree;
BSc (Hons) in Medical Sciences/ Biotechnology/Biology/ Chemistry/Physics or other related fields from a recognised university.

25. Research Collaborators
Professor Susie See Ching Mey, School of Educational Studies
Professor Jafri Malin Abdullah, School of Medical Sciences
Associate Professor Zainal Ariffin Ahmad, Graduate School of Business
Associate Professor Ismail Baba, Dr Azlinda Azman, School of Social Sciences
Dr Melissa Ng Lee Yen Abdullah, Dr Nik Rosila Nik Yaacob, Dr Rahimi Che Aman, Dr Abdul Rashid Mohamad, School of Educational Studies
Dr Jason KC Tye, School of Art
Dr Nurulain Abdullah Bayanuddin, Wellness Centre
Matron Ramziah Ahmad, Malaysian Nurses Association

26. International Network and Collaborators
1. National Board for Certified Counselors International – Mental Health Facilitation
2. Malaysian Nurses Association
3. Qualitative Research Association Malaysia
4. University of New South Wales, Sydney
May we invite KSU:
5. Kyoto Sangyo University

27. Groundwork Literature survey and review
Identification, sourcing and purchasing the research materials, neurofeedback (EEG) and psychological instruments
Identification and selection of documentary materials (primary, secondary, oral), areas for bio-psychosocial measurement, and respondents
Acquisition, translation and adaptation of the psychological instruments
Pilot test the psychological instruments
Note: Discounts – NEO and OSI-R from PAR 30%
Bar-On and SA-45 from MHS 30%

28. Methodology Experiments and Observations
HD Lab is equipped with one-way observations room, standardized psychological tests, on-line softwares, and resource materials for conducting experimental design, case studies, and multimodel interventions in cognitive behavior therapy.
Qualitative
Neuropsychology
Case study
Descriptive analysis
Quantitative
Experiments - EEG
Profiling
Statistical analysis

29. Measurements Neurofeedback EEG 32 channel Geodesic 300 system
fMRI 1.5T available for experimental economics via USM Advanced Medical and Dental Institute
Neuropsychological – standardized instruments, NP case study, profiling

30. Cutting Edge Research in USM: EEG in Neuroscience Research

31. What’s Next in the…. We have …
the EEG machine & Brain Trainer Research University grants – Neurofeedback,Neuropsychological
Emotional Intelligence, Mental Health, Learning Disabilities, KITP
Brain Awareness Week 2008, BAW 2009 Conference
2 Research Officers
PhD 2 (KITP), 1 (Neuroleadership)
Post-doc positions available …
We invite you !

32. Networking & Outreach Date Neurosciences in Business (Neuroleadership
Neuroeconomics
Neuromarketing)
IRW, UNSW Sydney
IASW, KSU Kyoto
18-20/02/09
27-28/03/09
Learning/Learning Difficulties
Symposium
Brain Awareness Week
2nd Q09
Mental Health
ICSWS, USM
Therapeutic Arts and Play
5-6/01/09
21-28/2/09

33. Publications 2009 Articles
Mental Health in Asian Countries – Susie, Zainal, & Jason
Neuroleadership – Adel & Zainal
Neuroeconomics – Zainal & Adel
Neuromarketing – Zainal & Rapida
Autism – Susie & Zainal
Music & EEG – Jason KC & Zainal
Hearing Impaired & EEG – Aznan & Zainal
Learning & EEG – Ali, Hairul & Zainal
Book
Sustainability for Human Diversity in Malaysia – Susie & Zainal
Transdisciplinary – Zainal & Susie

34. Future
Brain Mind Nexus to be housed at the
USM trying to secure 7T fMRI
Setting up of Transdisciplinary Studies

35. sains@usm Bukit Jambul
An integrated community for incubation and nurturing of start-ups from USM’s research community as well as others from any parts of the world- bring together science, technology & the arts…better solutions, better products for a sustainable tomorrow

36. Components Floor Area (sq ft) % Height Incubators 634,100 44.5
Components
Floor Area (sq ft) %
Height
 Incubators
634,100
44.5
2 to 6-s
 SAINS Sdn Bhd Administration Block
86,000
6.0
3-s
 Convention and Exhibition Centre
117,800
8.3
 Multistorey Car Park and Commercial Block
146,100
10.3
4-s
 Hotel with Club Facilities
225,000
15.8
10-s
 Apartments for lease
148,800
10.4
8-s
 Incubator
21,000
1.5
 International School
40,000
2.8
 Child Care Center
3,500
0.2
1-s
 Surau
2,500
 Car Park
2584 bays
Total
1,424,800
100

37. Design Team
Scientige Sdn Bhd (lead consultant), Prisma Athira Architect and SKA Landscape Architect. is a team effort with input from many USM faculties including architects, engineers, humanities, social sciences, pure sciences, fine arts and the Vice Chancellor)
Location
Bukit Jambul, Penang, Malaysia
will have space for
o          Universiti Sains Malaysia’s Research Centres of Excellence
o          International collaborative partners
o          Knowledge based business
o          Commercialisation ready research
o          Artists colony
o          Incubator laboratories for Science, Engineering Technology & Arts
o          National laboratories
o          Convention and Exhibition Centre
o          Fine arts and science galleries
o          Performing arts theatre
Site Area
About 31 acres
Capacity
will have a capacity to house about 1,000  persons
Expected Construction Date
Three existing buildings are being renovated to suit vision
Phase I of the new buildings will start in 3rd Quarter of  2009Phase II of the new buildings will start in 2nd Quarter of 2011
Expected Completion Date
Phase I to complete in 4th Quarter of 2011Phase II to complete in 4th Quarter of 2013

38. References
Dvorak, P. & Badal, J (2007). This Is Your Brain on the Job. September 20,2007; Page B1
The Business Brain In Close-Up: Can neuroscience offer insights into the 'soft' art of leadership? BusinessWeek, July 23, 2007.